Foreign Relations of the United States, 1917–1972, Volume VIII, Public Diplomacy, 1969–1972

95. Memorandum From the Cultural Affairs Adviser, Program Coordination Staff, Office of Policy and Plans, United States Information Agency (Bunce) to Multiple Addressees¹

Washington, July 9, 1970

A More Positive Projection of the United States

At the last Director’s staff meeting Mr. Loomis noted that a recent visitor to this country had stated that the impression he had received from his tour is that American society is in much better shape than he had been led to believe from information available to him in Europe. Mr. Loomis requested that we take another look at Agency activities and approaches to be sure that we are doing everything that is appropriate and useful to provide the world with a more balanced and accurate impression of the American scene than it is getting at the present time.

Are we taking adequate advantage of all our opportunities?

Do we dwell more on the negative than credibility requires?

Are we positive enough in our tone?

Do we devote too much attention to an explanation of problems?

Are we spreading our resources too thin by trying to cover too many subjects?

Could we achieve better quality and better results by concentrating on a few of the most important issues and treating them in greater depth?

Could we achieve better media products by greater use of outside talents?

These questions listed for illustrative purposes may not be the most significant ones. The important question is, are there new or different approaches that might make our efforts more successful?

I would appreciate your ideas, in writing, by July 15.² We would then pull these together as a jumping-off point for a discussion session.

1. Source: National Archives, RG 306, Director’s Subject Files, 1968–1972, Entry A1–42, Box 15, Policy and Plans (IOP)—General 1970. No classification marking. Printed from an uninitialed copy. Drafted by Bunce. Sent to White, Strasburg, Halsema, Weintal, Mosley, area assistant directors, and media assistant directors. Halsema initialed the top right-hand corner of the memorandum. A slip attached to the first page of the memorandum indicates that it was sent to Loomis on July 9 for his information. Loomis initialed the slip, indicating that he had seen the memorandum.
2. Copies of responses to Bunce’s memorandum from IOR/I, IOR/E, IOR/R, and IOR/L are ibid., Office of Research and Assessment, Program Files, 1970–1971, Entry P–226, Box 4, INF—Information (General).